Federico studied with Leon Friend at the Abraham Lincoln High School.
Among his classmates were Alex Steinweiss, Seymour Chwast and William
Taubin. He went on to study with Thomas Benrimo at Pratt Institute.
After graduating, he studied with Howard Trafton and Herbert Bayer
at the Art Students League. After serving in the army during World
War II, he participated in an exhibit “Four Veterans” at
the A-D Gallery. This exhibit resulted in an offer by Herbert Bayer
to be associate art director at Fortune magazine. Following his time
at Fortune, he was art director at Grey Advertising and then at Doyle
Dane Bernbach. After DDB he became vice-president and art director
at Douglas D. Simon followed by vice-president and group head at Benton
and Bowles. In 1965 he co-founded Lord, Geller, Federico and Einstein.
During his career he has done advertising work for such clients as
Woman’s Day, IBM, Container Corporation, Harper's Bazaar, Random House,
Doubleday, Columbia Records and Napier . His work is distinctive for
its typographic elegance and visual wit. He has won many awards from
such organizations as the New York Art Director’s Club, AIGA, TDC
and the Dusseldorf Poster Competition. In 1980 he was inducted to
the Art Director’s Club Hall of Fame and in 1987 received the AIGA
medal. Throughout his career he has considered himself a craftsman
rather than an artist.